MUMBAI, INDIA — The unprecedented circumstances of the past year brought on by the pandemic have given rise to multiple eye-related issues. With the sharp increase in screen time due to virtual education and meetings, prolonged work from home hours, as well as entertainment, eye health has been on a steep decline. There are various other factors, additionally, which cause reduced eyesight such as diabetes, eye trauma, cataracts or glaucoma. On the eve of World Sight Day, Titan Eyeplus has released a digital video featuring the brand ambassador Ayushmann Khurrana to spread awareness about eye health. Conceptualized by Ogilvy, the brand film highlights the importance of eye care and encourages users to take the Duochrome test.
Globally, over 2.2 billion individuals suffer from vision impairment, and in almost half the cases the problems have yet to be addressed, or could have been prevented by early detection and timely intervention. This year, as the world observes World Sight Day on 14 October, an annual day of awareness on blindness and vision impairment, Titan Eyeplus reaffirmed its commitment towards increasing general awareness around eye health. They are kick starting an initiative to encourage mass eye screening through a simple test, known as Duochrome test on their website for free. Through this initiative, Titan Eyeplus intended to familiarize users about their eyesight and offer insights into whether they need vision correction. While doing so, they aimed to achieve a World Record for conducting 10 million digital eye screenings within a span of two months.
Mr. Saumen Bhaumik, CEO, Eyewear Division, Titan Company Limited sharing his vision behind the initiative commented, “In a country of 1.3Billion, 550M suffer from vision problems of which only 1/3rd have adopted some solution. Access & awareness continue to remain the key concern resulting in low adoption. In a recent study done in Bangalore where we reached out to over 11,000 people, the result was even more shocking. 58% of these people needed vision correction but only 36% were users or aware of this requirement. To address this lack of awareness, we have created a simple, accessible, and self-administrable screening. We have digitized one of the 20-step-eye-test that we conduct at Titan Eyeplus known as Duochrome test. As we approach World Sight Day, let this be a baby step towards” India with Clear Sight”.
The onslaught of COVID-19 has also led to an increase in screen-time for people across ages and has been a major contributing factor in declining eye health and increasing the incidence of myopia. Eye care and eye health have become even more of a necessity and Titan Eye Plus hopes to encourage and motivate as many consumers as possible to pay attention to their eyes.
